Fashion communication research: A way ahead

Abstract

This document, designed and written during the conference FACTUM19, has two main goals: to help consolidate Fashion Communication as an academic field, and to support an international and interdisciplinary network of scholars in the area, whose collaboration may lead to a larger body of research and, in turn, to further academic recognition. To do so, it outlines main research topics, approaches and challenges, as well as related industry issues and learning dimensions.

A review of digital fashion research: before and beyond communication and marketing

“…While the areas of fashion communication and of its digital transformation are emerging ones, as it appears clear also from the brief outline above, research on them still requires to be recognised and framed in a consistent way, to yield to a better understanding of the field and to open up to new and better linked research avenues (Cantoni et al, 2020;Lascity, 2021).…”

Digital Fashion Communication

“…Both have been also able to ride the global wave of electronic communication technologies such as the web and social media, which have established themselves as the main channels for connecting the different actors. Through online media, the two fields have started to shape trends in modern societies (Cantoni et al, 2020;Danesi, 2019).…”